Audience Segmentation in Advertising -From Sociology to Data Analytics
Mobile marketing is not a random process, as industry veterans would tell you. With programmatic advertising, business intelligence data analytics becoming more than marketing jargon, advertising is becoming a concept that thrives on both art and science.
There’s a clear shift towards data driven campaigns. The creative and the distributive aspect of it all are being adapted to suit the new programmatic methodology. The creative management platforms, the DSPs are all trying to adapt to data invasion in mobile advertising. Leading to focussed advertising that gets you desired results and revenues. The first step in configuring these campaigns is building audience segments and TGs from the existing data or accumulated BI. The process is as old as the advertising industry itself, the only difference is the technological shift that has come with internet, data and connectivity across the globe.
Audience Segmentation Through Ages:
Through ages, science and deduction has gone into gauging popular media for specific audiences.From print to television and now towards digital. In the days of print the targeting was simple, based on gender specifications and social typecasts. The successful placement of a campaign was limited to sociology and gender studies and a bid on the first few pages, intermediate leafs/page three or sport section depending on the target audience’s likely interests .
Since press was local and vernacular, the advertising was aimed at groups bound by factors common to geographies gender and culture. In the age of satellite television, prime time Tv became the premier buy for advertising firms, visibility was the name of the game and the customer was spoilt for choices. Internet took over the reigns. With digital media coming in words such as data and analytics became commonplace for brand advertisers. The audience had grown, the industry too. Multiple generations, nationalities and user segments emerged out of nowhere. These led to more complicated times and advanced mathematical algorithms for derivation and platforms such as ours for maximizing outreach and narrowing down an international audience into specific segments.
The Mobile Audience Segments: